The document discusses how marketers need to focus less on the messaging of advertising and more on the experiences it provides to targets. It identifies four domains - the public sphere, social sphere, tribal sphere, and psychological sphere - that advertising needs to focus on. The principles of effective advertising experiences are that they are relevant, help people achieve objectives, are branded interventions, and provide engaging or compelling experiences. The goals of advertising experiences are to create habits, guide cognition, and connect brands with moods or emotions. The document was created by an intern under the guidance of an Indian professor of marketing.
12. PRINCIPLES FOLLOWED
1. THEY ARE RELEVANT IN CONTEXT
2. THEY HELP PEOPLE REACH OBJECTIVES
3. THEY ARE BRANDED INTERVENTIONS
4. THEY PROVIDE ENGAGING, REFRESHING, OR COMPELLING
EXPERIENCES
19. WHAT THEY ASPIRE TO DO…
1. THEY SEEK TO CREATE HABITS
2. THEY GUIDE COGNITION
3. THEY CONNECT A BRAND WITH A MOOD OR EMOTION
28. PROF. SAMEER MATHUR
Indian Institute Of Management,
Lucknow
Professor in Marketing
www.IIMInternship.com
Created By;
SIDHANT PATI
NATIONAL INSTITUTE OF TECHNOLOGY,
ROURKELA
As an intern, under the guidance of,
